Consumer Shopping Habits for Wellness and Environmentally ...

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General Introduction to Health and Wellness Consumers today are participating in Health and Wellness (hereinafter ―H+W‖) with the goal of moving toward the realization of quality life experiences. Quality life experiences include being fully engaged in life, having fun, enjoying authentic experiences, not living with restriction or denial, and enabling play and imagination. While many in the industry tend to define a consumer‘s participation in H+W as motivated by condition management or the goal of averting illness, consumers are not just motivated only to avoid such potential negatives, but to seek positive H+W goals as well. This is not to say issues of condition management and illness prevention are unimportant, rather, individuals tend to focus on the broader, more appealing goal of achieving the "good life." Taking this consumer view of Health and Wellness, allows us to go beyond the traditional categories associated with health and wellness such as food and beverage, supplements, and medicine and consider a range of experiences and products that aid consumers in their pursuit of the ―good life.‖ This chapter gives a general overview of H+W from the consumer perspective and illustrates the relationship between H+W and Sustainability. The World Model To better understand the H+W arena, we apply The Hartman Group‘s World model, based on an integration of traditional quantitative methods with innovative qualitative techniques drawing from sociology, anthropology and ethnography. A world perspective can be applied to any product or service category which has a significant lifestyle component. Using a world perspective gives us a tool to conceptualize consumer behavior without resorting to simplistic segmentation schemes. Instead, looking at the World in terms of Core, Midlevel and Periphery lifestyle orientations, experiences and products, facilitates a more rich description of the various levels of involvement within Health and Wellness. For example, individuals and organizations in the Core are the most active in a given World. In addition to representing the smallest ―segment‖ of the World, it is from the Core that most information and cutting edge trends disseminate. In contrast, Figure 1 – The World of H+W those in the Periphery maintain only minimal, infrequent, and less-intense involvement. Between these two poles is the Mid-level where the majority of consumers are located. The Mid-level contains a diverse range of consumers, many of whom have adopted behaviors and attitudes similar to those in the Core, but may not have fully incorporated the range of health and wellness activities into their lifestyle. In our sample we find that thirteen percent of all consumers (40 million U.S. consumers) fall into the Core H+W segment. The majority of all consumers fall in the Mid-level segment at 62% (190 million U.S. consumers). The remainder are Periphery consumers at 25% (77 million U.S. consumers). 14
Thus, the Mid-level is generally worth paying the most attention to with regard to product and retail strategies. Figure 2 – Sizing the World of H+W Evolution in the World of H+W Base: Primary household shoppers (n=2176). | Source: GMDC 2009 Survey, Mar. 2009. Evolution is an important concept in the World of H+W, in two ways: consumers evolve within the World, and the World itself evolves. After a ―trigger‖ initiates a consumer‘s involvement in the World of H+W, they do not tend to stand still, but to continue to learn and grow within that world. Many consumers move from the Periphery to the Mid-level, and stay Mid-level for the rest of their lives, as a Core lifestyle is quite intense and often simply ―too much‖ for many consumers. However, some evolve all the way to the Core, and continue to evolve as the Core itself continues to change The World of H+W evolves along with consumers. While at a moment in time, we can describe what each level of the World looks like, the World continues to change, typically driven by trends within the Core. Core consumers are the innovators and ―early adopters‖ of the H+W world, and pass along those trends to those outside the Core, though often by the time a trend filters out completely it has been ―watered down‖ in many respects. Many products, activities and values that were Core-only just five years ago now are important parts of the Mid-level, e.g., probiotic foods, supplements, and drinks. We employ this concept of evolution extensively in following chapters, where we discuss its implications for tactics and strategies in both product categories and retail spaces. Insight into the Core, Mid-level and Periphery H+W Consumer In order to demonstrate how dimensions of consumption and triggers for participation are reflected in Periphery, Mid-level and Core consumers within the World of Health and Wellness, consumer profiles based on ―real‖ individuals follow, along with a general explanation for the different consumer 15
Page 1 and 2: Consumer Shopping Habits for Wellne
Page 3 and 4: Preface The Global Market Developme
Page 5 and 6: Introduction It is an exciting time
Page 7 and 8: Executive Summary Study Dimensions
Page 9 and 10: u Some categories show serious cons
Page 11 and 12: CHAPTER 1 | Project Overview and Me
Page 13 and 14: What important similarities and dif
Page 15 and 16: 1/3 of participants with children u
Page 17: CHAPTER 2 | Consumers, Health and W
Page 21 and 22: least amount of consistent H+W acti
Page 23 and 24: Figure 5 - Example Products in a Co
Page 25 and 26: Figure 7 - Meaning of H+W across th
Page 27 and 28: decline, and body aches and pains e
Page 29 and 30: Top Conditions The table below summ
Page 31 and 32: Figure 14 - Separation to Holism H+
Page 33 and 34: Key Dimensions of Consumption in th
Page 35 and 36: Social Networks Consumers‘ friend
Page 37 and 38: Geographic Distribution of H+W Cons
Page 39 and 40: Qualitatively, we have not seen sig
Page 41 and 42: Sustainability Sustainability as a
Page 43 and 44: Figure 21 - Sustainability Triggers
Page 45 and 46: Evaluating Responsible Companies Tr
Page 47 and 48: to most anything other than utter d
Page 49 and 50: Table 2 - Changes Made in Purchasin
Page 51 and 52: Q31: “How has your approach to sh
Page 53 and 54: CHAPTER 3 | Product Categories Intr
Page 55 and 56: Figure 26 - Purchasing of H+W food
Page 57 and 58: Categories Vary in Their H+W Resona
Page 59 and 60: Consumers may become ―stuck‖ (s
Page 61 and 62: Figure 31 - Importance of Being Nat
Page 63 and 64: Figure 33 - H+W Products Where Ther
Page 65 and 66: Figure 34 - Most Important Sustaina
Page 67 and 68: this. Additionally, some consumers
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H+W Relevance describes if and how
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Figure 39 - Functional Beverage Dec
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Figure 42 - Dietary Supplement Usag
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immune response. Bioavailability al
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Figure 47 - Herbal/Homeopathic Reme
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Diapers differ somewhat from other
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Figure 53 -Initial Usage of Natural
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Figure 55 - Hair and Skin Care Deci
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consumers often simply default to a
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Shopping Barriers for Hair and Skin
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Figure 64 -Reasons for Initially Pu
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Figure 66 - Concerns about Hazardou
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In addition, laundry detergents are
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likely to minimize the amount of OT
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Q32: “When you buy over the count
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offered in fluoride-free versions.
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Figure 79 - Shopping Barriers for O
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Figure 82 - Feminine Hygiene Purcha
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Product Example Organyc provides a
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Brand and Product Offerings For the
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Shopping Barriers for Plant and Gar
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Shopping Barriers for Pet Supplies
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Brand and Product Offerings While t
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Healthier for families Better for t
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Retains essential vitamins Made in
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Key Packaging Considerations Immedi
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Biokleen Automatic Dish Powder On t
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Critical Issues in H+W Retail Below
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when a consumer does become more in
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having consistently low prices in t
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Drug Mainstream drug stores have mo
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Figure 99 -Top Products Purchased a
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importantly as fresh food stores fo
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Target) as well, trusting that pric
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Core Consumer Example 1 Suzie lives
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Please note that below we detail si
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Figure 101 - Example Channel-Catego
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PRIORITY CATEGORIES Home lighting o
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o Like mass channel stores, club st
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consumers often transition from pri
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Moderate to high level of selection
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o H+W-oriented products should free
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priority‖ in the specialty drug c
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Figure 108 - Desirability of In-Sto
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In-Store Health Services Consumer A
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Services Should be Physically Separ
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Other categories in order of prefer
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At the exit, relevant actions inclu
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SEGREGATED H+W PRODUCTS ARE HARD TO
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Figure 118 -Product Categories with
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Building Positive H+W Impressions t
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CONCLUSION The burgeoning Health an
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Figure 7 - Meaning of H+W across th
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Figure 57 - Hair Care Brands ......
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Figure 107 - Specialty Drug Channel
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Research Study Sponsors GMDC thanks
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